Martin Pahl
Consultant
Experience
Dec 2020 - Apr 2024
3 years 5 monthsConsultant
AMS-Gruppe
- Supported website relaunch (SEO, SEA)
- Designed and managed all performance marketing measures
- SEO (technical, content & active link building)
- SEA (management and implementation of Google Ads and LinkedIn Ads campaigns)
- Designed & managed content marketing, UX optimization, conversion maximization for B2B
- Created landing pages (WordPress)
- Set up and regularly analyzed Google Analytics
- Set up tracking for all channels (performance marketing, email marketing, offline measures)
Feb 2018 - Dec 2022
4 years 11 months Braunschweig, Germany
Product Digitization, SEO, SEA, SEM, Content and UX Optimization for Volkswagen Financial Services, Volkswagen, Audi, Skoda
Volkswagen Financial Services
- Set up, managed and optimized cross-channel campaigns
- Managed performance marketing budgets for the European market
- Requirement management for product management and web development teams
- Monitored all key KPIs for SEO, SEA, SEM
- Web analytics tracking via Adobe Tag Manager
- Optimized content, UX, performance, Google Ads ads
- Independently built landing pages and content pages via Adobe Experience Cloud
- Set up interactive website features with developers
- Organized & conducted UX tests
- Created web analytics dashboards in Adobe Analytics
- Supported website relaunches of vw.de and skoda.de
- Supported production of product explainer videos
- Managed online marketing agencies
Sep 2016 - Sep 2017
1 year 1 month Berlin, Germany
SEO for the portals
HRS - Hotel Reservation Service
- Introduced Searchmetrics Business Suite (as beta tester of new Content Suite)
- Monitored all key SEO KPIs
- Created comprehensive and scalable keyword set for monitoring, reporting and testing relaunches
- Produced weekly and monthly reports with analysis and action recommendations
- Monitored, tracked and optimized all technical SEO factors, implementing necessary measures with developers
- Planned, prepared and executed relaunch of hotel.de and hotel.info (international, 7 languages): platform switch, wrote developer guides, project support via Kanban and JIRA, domain switches, URL redirection management
- Created concept to optimize internal linking structure
- Developed content concept and strategy; wrote SEO briefs for copywriters
- Independently created landing pages in the in-house CMS
Aug 2015 - Apr 2016
9 months Plochingen, Germany
Social Media Consulting
Decathlon Sportspezialvertriebs GmbH
- Created communication strategy for YouTube channel
- Defined and implemented optimization measures for YouTube as video platform, search engine and social network
- Planned and executed social media campaigns on YouTube in close coordination with Facebook, Twitter and Google Plus managers
- Monthly reporting including regular meetings with in-house SEO, social media and marketing teams
Jul 2015 - Oct 2015
4 months Hilden, Germany
Initial build of international SEO within the newly formed eCommerce department
Qiagen GmbH
- Led website relaunch for all necessary SEO measures
- Developed and implemented initial SEO concept
- Set up a keyword database
- Created content concept for technical content writers
- Conducted SEO training for technical content writers
- Identified all technical optimization potentials and implemented needed measures with programming team
- Managed external service providers/agencies
- Monitored and reported all relevant KPIs (Searchmetrics and Adobe Omniture suites)
- Created landing pages in Adobe Omniture Suite
- Reported regularly to department head
- Project language English
Oct 2014 - Aug 2017
2 years 11 months Risch-Rotkreuz, Switzerland
SEO for 6 country online shops of ARP Holding (arp.de; CH, DE, AT, FR, NL, BE)
ARP Holding
- Planned, executed and controlled shop relaunch of all country shops for all relevant SEO tasks
- Monthly reporting
- Controlled all important SEO KPIs
- Keyword and content optimization (design, advice, monitoring, execution)
- On-page optimization (design, advice, monitoring)
- Internal and external link management (analysis, design, monitoring)
- Developed short-, mid-, long-term SEO strategies with detailed action plans for in-house technical SEO, marketing and tech teams
- Additional tasks: developed content concept, domain redirection strategy for 7 country domains, HTTP to HTTPS migration plan, robots.txt concept, sitemap concept, mobile-friendly version concept
Sep 2014 - Aug 2017
3 years Neckarsulm, Germany
SEO for 7 country online shops of Bechtle AG (shop.bechtle.de; DE, AT, CH, GB, ES, FR, IT)
Bechtle AG
- Continuous analysis of key KPIs
- Monthly reporting and weekly meetings with in-house technical SEO and marketing teams
- On-page optimization (design, advice, monitoring)
- Keyword and content optimization (design, advice, monitoring, execution)
- Internal and external link management (analysis, design, monitoring)
- Developed SEO strategy concepts for short-, mid- and long-term with detailed action plans for technical SEO, marketing and tech teams
- Planned, executed and controlled shop relaunch of all country shops for all relevant SEO tasks
- Additional tasks: developed content concept, domain redirection strategy for 7 country domains, HTTP to HTTPS migration plan, robots.txt concept, sitemap concept, mobile-friendly version concept
Aug 2014 - Aug 2017
3 years 1 month Amsterdam, Netherlands
SEO Consulting
Buyitdirect
- SEO KPI monitoring
- Monthly reporting and meetings with in-house SEO leads
- SEO training and knowledge transfer for in-house SEO leads
- On-page optimization (design, advice, monitoring)
- Keyword and content optimization (design, advice, monitoring, execution)
- Internal and external link management (analysis, design, monitoring)
- Developed short-, mid-, long-term SEO strategies with detailed action plans for technical SEO, marketing and tech teams
- Additional tasks: HTTP to HTTPS migration plan, robots.txt concept, sitemap concept
- Project language English
Mar 2012 - Oct 2013
1 year 8 months Winterlingen, Germany
E-Commerce Consultant and Blog Marketing Specialist
VitaFOLIA
- Web shop optimization, configured interface between web shop and in-house ERP, blog marketing
- SEO, SEM and SEA:
- Online marketing concept (web analytics, in-house workshops, positioning & strategy, measure planning and implementation, budgeting)
- On-page optimization (meta structure, content structure, design, usability, etc.)
- Off-page optimization including online PR, blog marketing link building, social media, social advertising & SEA (SEA budget <€1,000)
- Improved organic Google ranking
- Facebook marketing via fan page and ad campaigns
- Web controlling via Google Analytics, Google Webmaster Tools and Sistrix Toolbox
- Web development:
- Programmed and designed the blog [link] on WordPress framework
- Custom template following existing shop design [link]
- Installed and maintained security features for anti-spam and anti-hacking
- Technical optimization of web shop [link] on Magento (updates, maintenance)
- Configured interface to in-house ERP
Jan 2011 - Mar 2013
1 year 3 months Wiesbaden, Germany
Consultant for Communication Strategy, Online Marketing, and Web Development (white label via project agency)
BMW Autohaus Krah & Enders
- White-label work via project agency for BMW Autohaus Krah & Enders locations: Fulda, Wiesbaden, Mainz, Mainz-Kastel, Maintal, Schlüchtern, Eschwege, Hünfeld, Bad Hersfeld
- Developed communication strategy balancing brand (BMW), dealer (Krah & Enders) and local online marketing with sales and marketing teams
- SEO and SEM:
- Conducted one full-day and one half-day workshop with 20 participants from all locations
- Online marketing concept (web analysis, positioning & strategy, planning, execution, budgeting)
- Positioned sites [link] and [link] in Google top ten for keywords like "bmw fulda", "bmw wiesbaden" ahead of BMW corporate sites
- On-page optimization (meta structure, content structure, design, usability, etc.)
- Off-page optimization including online PR, link building
- Web development:
- Created 10 landing pages for Google ranking optimization using HTML5 and CSS3
- Monitoring:
- Online and offline market monitoring with tools like Talkwalker and Adobe Marketing Cloud
- Web controlling via Google Analytics, Google Webmaster Tools and Sistrix Toolbox
Sep 2011 - Dec 2015
3 years 4 months Munich, Germany
Content Marketing Online & Offline (Consulting, Implementation and Monitoring)
Acxiom Deutschland GmbH
- Wrote press releases and newsletter texts
- Managed press distribution lists
- Provided content and strategic advice on positioning and execution of selected marketing campaigns
- Wrote specialized technical texts on products and services
- Social media & web monitoring via tools like Talkwalker and Adobe Marketing Cloud
Sep 2011 - Sep 2011
1 month Alsfeld, Germany
Web Developer and E-Commerce Consultant
Finnsa GmbH
- Website and web shop programming, configured interface between shop and in-house ERP, managed e-commerce portfolio with marketing and purchasing; complex customer group management via shop and ERP
- Web development:
- Programmed and designed company site [link] on Worldsoft CMS
- Developed custom templates in HTML5 and CSS3
- Programmed webshop [link] on xt-Commerce framework
- Developed custom templates in HTML5 and CSS3
- Configured interface to in-house ERP
- Managed differentiated customer groups with tiered pricing after login
- Shop support (updates, interface upkeep, plugin implementation/programming, training of company staff)
Jun 2011 - Jun 2014
3 years 1 month Erding, Germany
Web Developer and Online Marketing Specialist
Huber Technik GmbH
- Web development, SEO, SEM and SEA
- Web development:
- Programmed site on Worldsoft CMS
- Developed custom template in HTML5 and CSS3
- Responsive/fluid design for desktop, tablet and smartphone using media queries
- Embedded full-responsive HTML5/CSS3 videos
- Integrated Google Fonts
- Bilingual (German and English)
- SEO, SEM and SEA:
- Online marketing concept (web analysis, multiple in-house workshops, positioning & strategy, measures, budgeting)
- On-page optimization (meta structure, content structure, design, usability, etc.)
- Off-page optimization including online PR, link building & SEA (SEA budget €1,000; Google Analytics; campaign setup and editing with AdWords Editor)
- Web controlling via Google Analytics, Google Webmaster Tools and Sistrix Toolbox
Jan 2010 - Present
14 years 7 months Germany
Member of internal developer group "LinkedInsiders"
LinkedIn Deutschland
- Member of internal developer group "LinkedInsiders" at LinkedIn Germany
Jul 2009 - Present
16 years 1 month Alsfeld, Germany
Owner and Managing Director, Consultant for Digital Transformation & Digital Revenue Growth
internet SELECT UG (haftungsbeschränkt)
- Agency for digitalization, web development and communication
- Current projects (1 day/week total):
- Juweliere Kraemer:
- SEO concept, technical, content, link building
- Introduced professional SEO tool
- Designed and implemented content marketing strategy
- Managed UX optimization & conversion maximization B2C
- Created landing pages (Shopware)
- Supported shop relaunch from Shopware 5 to 6
- justRelaxed:
- SEO technical, content, link building
- SEA: plan and execute all Google Ads campaigns
- Social media marketing: plan all social campaigns (Meta & LinkedIn)
- Email marketing (Klaviyo): plan all campaigns
- Content marketing, UX optimization, conversion maximization B2C
- Created landing pages (Shopify)
- Set up and managed website & performance marketing tracking (Google Analytics & eTracker)
- SAL de IBIZA:
- SEO (technical, content & active link building)
- Implemented SEO software platform for all SEO measures
- SEA (plan and execute Google Ads campaigns)
- Conversion maximization, digital revenue growth B2B and B2C
- Created landing pages (PrestaShop)
- Set up and managed website & email marketing tracking (Google Analytics)
- Other projects:
- Lin-Riehl Das Hochzeitshaus: website relaunch support (WordPress, SEO, SEA), SEO strategy, content marketing plan, UX optimization & conversion maximization B2C, landing pages (WordPress)
- e-Roller: SEO, SEA, SEM, content marketing, UX optimization, conversion maximization B2C, affiliate; SEO campaign setup & optimization; planned & managed technical SEO relaunch (WordPress); advanced technical SEO development for entire platform; content strategy; UX optimization; introduced professional SEO tool; Google Analytics integration & analysis; ongoing SEA campaign setup & optimization
Jan 2009 - Present
16 years 7 months Germany
Co-moderator of the XING Regional Forum Rhine-Main
- Co-moderator of the XING Regional Forum Rhine-Main (second largest XING business group in Frankfurt area)
Aug 2003 - Dec 2009
5 years 5 months Schwalmtal, Germany
Project Manager with Team Responsibility
Umweltdienste Bohn GmbH
- IT requirements management including rollout of in-house data collection and management software:
- Created requirements profile and aligned with department and management
- Researched market and evaluated existing software, reported to department and management
- Managed proposals and concepts with selected vendors, valued and facilitated decision process
- Project led the rollout
- Project management
- Quality management (internal and external)
- Managed 11 employees
- Ensured external communication with clients and suppliers
- Coordinated subcontractors and external service providers
- Led internal communication
- Assisted strategic management
- Managed quantity and resource planning
- Prepared cost calculations
- Reported to executive management
Jul 2002 - Present
23 years 1 monthPR Manager (part-time)
Freelance
- Public relations:
- Traditional PR (concept, consulting, press releases, media contacts, etc.)
- PR in Web 2.0 (custom solutions with modern techniques)
- Film production:
- Company presentations
- Product films
- Trade fair films
- Web videos
- Web management:
- Internet presence (concept, consulting, implementation)
- Content management systems
- Community management
Former Press Spokesperson
Fachverband Forst
Former Leader
Youth Work
- Led local groups
- Organized and ran overseas trips
- Organized and ran seminars
- Editor-in-chief of national association magazine
Former Parent Council Member
Daycare Center
- Led successful press campaign against daycare closure.
Former Staff Member
Landesbund für Vogelschutz
- Public relations.
Alsfeld, Germany
Former Chair of Church Council
Roman Catholic Parish Alsfeld
- The church council is a lay committee in German Catholic parishes advising on financial affairs including budgeting.
Germany
Former Press Spokesperson
Association “Schöner Ausblick e.V.”
- The association advocates for a socially and environmentally responsible energy transition.
Languages
German
Native
English
Advanced
Education
TU München
Diplom-Forstwirt, focus on wood research · Munich, Germany
Certifications & licenses
Advanced Radio Seminar
Hanns-Seidel-Stiftung
Digital Marketing and Leadership Program
Google / AVADO
Basic TV Journalism Seminar
Hanns-Seidel-Stiftung
Basic Radio Seminar
Hanns-Seidel-Stiftung
Basic Newspaper Seminar
Hanns-Seidel-Stiftung
Press Spokesperson Seminar
Hanns-Seidel-Stiftung
W.I.N. Webmaster Certificate
Worldsoft
W.I.N. eBusiness Consultant Certificate
Worldsoft
W.I.N. eCommerce Consultant Certificate
Worldsoft
Public Relations Certificate
Akademie der Bayerischen Presse
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